The Florida Nursery Growers and Landscape Association (FNGLA) recently partnered with the PIE Center to conduct focus group research surrounding the Florida Garden Select brand and its slogan “Florida Grown, Nationally Known.” Specifically, FNGLA was interested in determining if the Florida Garden Select brand and its slogan were messages that resonated with gardening consumers. This research also measured responses to the Florida Garden Select logo as well as a website targeted towards consumers.

Six focus groups were held throughout March in Jacksonville, Orlando and Miami. Focus group participants were all individuals who were interested in gardening but were diverse across gender, age and ethnicity. Data analysis is currently in progress with a report expected in mid-May.

For more information about this study, contact PIE Center Coordinator Christy Chiarelli at 352-273-0793 or ccw@ufl.edu

 

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